WINE GUIDE
WHITE I ROSÉ I RED I SPARKLING
G R EENE KIN G & BELHAV E N
FREE TR A D E TEAM
WINE GUIDE
Welcome TO...
Greene King & Belhaven Free Trade Wine Guide 2026.
Running an independent venue is relentless, so our aim is simple: to give you the wine range, knowledge and hands-on support to make wine easier to sell, and more profitable, every week.
We’re set up to support Free Trade customers properly, with expertise built for the on-trade, with help and advice that fits real service, not theory.
This guide is created by our wine experts with independent venues in mind. It is designed to help you make wine feel premium (without being intimidating), relevant (to how guests drink now) and simple for both your team and your guests.
In this 2026 edition, we cover the key trends shaping the category right now and the seasonal opportunities that can drive trial and trade-up across the year. We can also help you stand out with exclusive wines that guests are unlikely to see in every other local venue - plus limited editions that create “only here, only now” moments. It is often the easiest way to make your list feel more distinctive without adding complexity: different choice, not more choice.
And because most venues don’t need more wines, they need a clearer list, we can provide FREE physical and digital wine lists, quickly populated with your wines, pricing and descriptors. So, your menu works harder, your team feels more confident, and guests decide faster.
Here’s to a 2026 where you are remembered for wines your guests can’t get anywhere else - and a wine offer that sells for you, even when you’re busy.
KATHRYN CHABOWSKA Head of Buying, Greene King Free Trade
SUPPLY SUPPORT SUCCESS
Phebus is an award-winning range of wines from Argentina, made by French winemaker Hervé Joyaux Fabre. The wines of Phebus demonstrate real purity of fruit with complexity, freshness and elegance. This is all held together by Hervé’s unshakeable belief in the local terroirs, and his determination that all his wines should express these terroirs as elegantly as possible.
W hat’s going on IN WINE?
THE BIG SHIFT:
Fewer drinks, better drinks
If it feels like guests are ordering less, you’re not imagining it. The win for wine isn’t “more volume” - it’s more value. Consumers are increasingly choosing one better drink when they do go out. 56% of consumers are moderating their alcohol intake and more people are choosing one super-premium drink vs last year.
As premiumisation continues, guests trade down on quantity but up on quality and experience. Wine must feel like the “treat choice”, not a risky or complicated selection.
Make wine feel premium, without changing your whole range by picking one or two “hero” wines by the glass and sell them like you mean it.
HOW
Put them top of the list with a one-line descriptor (taste plus occasion).
Serve in great glassware at the right temperature. Add a tiny story: region producer/ ’why it’s worth it’.
THE WINE MIX IS CHANGING: White and rosé rise, red under pressure
Wine’s share in pubs has been in long-term decline, but insights show recent stability returning - and there are signals wine can still win when it’s made easy and relevant. Ensure your range is stocking the wine categories that have momentum.
WHAT’S MOVING IN WINE RIGHT NOW?
• White wine has seen the biggest uplift in the category.
• Red has witnessed the biggest declines.
• Rosé is positioned as a growth opportunity, helped by seasonal demand.
• Build your list around what guests are choosing - Your ‘engine room’ should be white, plus rosé by the glass - the styles guests are leaning into. Then make red easier to say “yes” to, defend the classics and link to food-led occasions.
WINE MENU:
Readiness checklist
• Refresh your by-the-glass: one crisp white, plus one aromatic/ interesting white, plus one rosé you can shout about.
• Give profitable and exciting brands menu standout
RECRUITMENT:
Get more people choosing wine when they’re out
Wine growth increasingly comes from recruitment and experimentationespecially in lively, social occasions with 43% of consumers drinking wine when out (+5% vs last year).
Key occasions unlock trial and trade up opportunities, check out our calendar on page 8 for seasonal suggestions. Make wine the easiest ‘new thing to try’ during high-footfall moments with three simple ‘trial triggers’: Wine of the Week - one glass recommendation that changes often.
Mini flights - 3x 75ml ‘try something new’ (ideal for sharing and experimenting).
• Keep reds tight and pairing-led (‘best with steak pie’, ‘great with burger night’). 1 2 3 1 2 3
The new growth play isn’t more glasses - it’s better glasses
Pair it with food dishes – ‘Crisp white and calamari’, ‘Rosé and loaded fries’, ‘Smooth red & burger’.
Lighter drinking: don’t lose the guestkeep them in wine
GEN Z AND ‘LIGHTER’ DRINKING:
The new rules for selling wine fast
Gen Z is still new to wine with over half starting consuming wine within the past year* - that’s a great opportunity if your menu speaks their language. Younger consumers are less likely to choose by type or variety; they rely on:
1 Flavour descriptions
2 Health credentials
3 Bottle design
Swap grape names for flavour cues to match how younger consumers are choosing. Instead of Sauvignon Blanc/ Pinot Grigio/Shiraz, try ‘Crisp and citrus (great with fish)’, ‘Fruity and chilled (easy drinking)’, ‘Smooth and warming (best with burgers)’
Health priorities and moderation are reshaping choices, 31% say leading a healthy lifestyle is a top priority. 9% of pub-goers claim to take GLP-1 weight loss medication, which is expected to grow, with implications for alcohol/sugar choices. Try a lighter approach like smaller serves and championing lower ABV, lighter options such as spritz serves.
Two easy protections for wine sales:
3 Offer 125ml as standard.
3 Add one spritz-style wine serve, positioned as ‘light & refreshing’.
*CGA by NIQ OPUS June 2025
5-POINT WINE GROWTH PLAN
1 Two hero wines by the glass (premium cues, top of list).
2 White and rosé lead; reds simplified and pairing-led.
3 Menus speak in flavour, not just varietal.
4 Protect sales with smaller serves and lighter formats (spritz).
5 Use events to recruit: Wine of the Week and mini flights.
SPRING
Lean into fresh, vibrant whites and rosé as menus lighten up - Sauvignon Blanc, Pinot Grigio, Albariño, Picpoul, dry Riesling, and Provence-style rosé. Add a couple of ‘Spring Celebrations’ sparklers (Prosecco and English sparkling) to catch early Bank Holiday and get-together occasions.
MOTHER’S DAY
Make it effortless to celebrate: something sparkling on arrival and a premium Rosé/Chardonnay “treat” option on the menu. A fixed-price lunch with a paired glass (or upgrade to a bottle) is a simple way to lift spend per head.
EASTER
Easter dining suits crowd-pleasing pairings - sparkling for gatherings, crisp whites for seafood/starters, and Pinot Noir/ Rioja for lamb. Position a ‘Sunday best’ bottle list with clear price ladders to encourage trade-up.
ENJOY IT
Enjoy vibrant tropical aromas and juicy peach flavors, all wrapped up in a crisp, refreshing finish.
504092 Rosa Alpina Pinot Grigio Rosé
WE LOVE
Mouth-watering fresh with gentle fruit flavours of green apple and citrus fruit, and notes of honey.
SUMMER
Push chilled, thirst-quenching styles and make ‘served cold’ a headline: rosé (dry and premium), sparkling by-the-glass, zesty whites (Chardonnay, Sancerre, Viognier), and light reds served slightly chilled (Pinot Noir, Grenache Noir). Consider 250ml carafes, spritz serves, and wine flights for terraces and events.
FATHER’S DAY
Champion bold reds and premium regionsMalbec, Shiraz, Rioja Reserva, Cabernet blends - plus a ‘steak night’ pairing suggestion if you run grills or serve burgers. Add a by-the-glass premium red for guests who won’t commit to a full bottle.
504125 Riff Organic Pinot
C alendar and KEY OCCASIONS
GET COSY!
A rich and full-bodied red wine, bursting with layers of dark berries and ripe cassis.
503543 Showdown Cabernet Sauvignon
AUTUMN
Shift to richer whites and medium-bodied reds as food becomes heartier: Chardonnay (unoaked and lightly oaked), Chenin Blanc, Viognier blends, plus Merlot, Malbec, Rioja, Grenache blends, and Pinot Noir. Promote ‘new season’ wine lists and pairing matches (roasts, game, mushrooms, pies) to drive trade-up.
Hints of cherry, red berry and plum with an overlay of vanilla and spice. Layers of bright red fruits and spice with good acidity and soft supple tannins.
469663 Satellite Pinot Noir
WINTER
Go bold and warming: fuller reds and indulgent serves - Shiraz, Cabernet blends, Amarone-style, Rhône blends - plus classic sparkling for celebrations and richer whites for festive dining (oaked Chardonnay, white Rhône). Don’t forget dessert/fortified options (Port, Sauternes-style, PX/Sherry) as an easy premium upsell with puddings and cheese boards.
CHRISTMAS AND NEW YEAR
This is prime time for sparkling and premium bottles: keep an accessible by-the-glass fizz plus a strong ‘celebration upgrade’ tier (vintage-style, English sparkling, Champagne by the bottle). Build bundles like ‘Fizz + nibbles’ or ‘Red + roast’to simplify decisions and increase attachment.
YOUR EXCLUSIVE
Look out for the crown across the guide to discover our “Exclusive to Greene King” range.
The easiest way to stand out isn’t adding more choice, it’s adding different choice. If you want a genuine point of difference that guests notice (and can’t easily find elsewhere), exclusivity is a powerful lever.
SET YOUR VENUE APART WITH EXCLUSIVE WINES
With Greene King & Belhaven Free Trade, you can access a range of exclusive wines designed to help your menu feel more distinctive – providing wines that guests are unlikely to see everywhere else locally. And it’s not just exclusives: we also bring limited edition wines and products into the mix, giving you the chance to create ‘only here, only now’ moments that drive curiosity and trial.
The result is a list that feels more unique, more engaging, and more confidently yours - without overcomplicating the offer.
If you want to be remembered, give guests something they can’t get anywhere else
IN THE SPOTLIGHT
Bold aromas and layered tastes.
1. 504320 Castillo de Ibiza Rosé V24
2. 501226 El Picante Malbec
3. 504365 Barossa Ink Shiraz
4. 501811 Mount Rozier Chenin Blanc
5. 504359 Flagstone Word of Mouth Viognier
Lime sherbert aromas are joined by hints of orange peel, and the finish is long and zesty.
6. 504354 Leasingham Bin 7 Riesling
New WINES
L imited EDITIONS
Snap up these limited-edition wines while stocks last.
W hite WINE
White wine is made from the pulp of grapes without skin contact, giving it a pale colour. It ranges from dry to sweet depending on fermentation.
WE LOVE
Light and dry with fresh citrus fruit character.
1. 465455 Giotto Inzol-Pinot Grigio Sicilia
ALBARIÑO
IN THE SPOTLIGHT
2. 468519 Daniel Chotard Sancerre
3. 466966 Chapel Down Bacchus
4. 466583 Dreamweaver Chardonnay
5. 467687 Louis Robin Chablis
6. 464661 Voga Pinot Grigio
IN THE SPOTLIGHT
From light and zesty to full-bodied and creamy.
1. 501516 Inzuzo Pinot Grigio
2. 502358 Kea Marl Sauvignon Blanc
3. 500214 La Huida Albariño
4. 505051 Wara Wara Chardonnay
5. 458734 Guy Allion Sauvignon Blanc
Rosé WINE
Rosé wine gets its pink colour from brief contact with grape skins before pressing. It’s made worldwide using methods like skin contact, saignée, or blending.
IN THE SPOTLIGHT
Offers excellent balance, approachability, and versatility, offering a middle ground between red and white wines.
1. 504128 Borelli Pinot Grigio Blush
2. 500541 Creation Provence Rosé
3. 500790 El Mazo Tempranillo Rosé
4. 01553 Inzuzo Pinot Grigio Rosé
5. 503411 Mirabeau Classic
GRENACHE,
Red WINE
Red wine is made from dark-skinned grapes, with colour coming from pigments in the skin. Its shades range from deep violet in youth to brick red or brown as it ages.
CABERNET SAUVIGNON 468861
GRENACHE NOIR, SYRAH, MOUVRVÈDRE
IN THE SPOTLIGHT
Bold aromas and layered tastes.
1. 469752 Baron de Ley Rioja Reserva
2. 501789 Inzuzo Cinsault Grenache
3. 504346 Flagstone Pinotage
WE LOVE
Pairs well with hearty dishes such as red meat and pasta sauces.
4. 453201 Araldica Barolo Flori
5. 502745 La Ronde Organic Merlot
6. 504125 Phebus Malbec
Red Wines...
TEMPRANILLO
ZINFANDEL
IN THE SPOTLIGHT
1. 460623 Battle of Bosworth Puritan Shiraz
2. 500176 Hawk Ridge Red NV
3. 460836 Trescoy de Lavau CNDP
4. 450385 Vallet Frères Bourgogne Pinot Noir
S parkling
Sparkling wine is fizzy due to dissolved carbon dioxide, created naturally or added. It can be white, rosé, or red, ranging from very dry to sweet.
IN THE SPOTLIGHT
Crisp, refreshing and tingling on the palate.
1. 464653 Alberti Nani Organic Prosecco
2. 010049 Lanson Le Black Champagne
3. 455018 Amodo Prosecco Rosé
4. 500322 Sette Bello Prosecco
5. 464688 Realuna Prosecco Rosé
WE LOVE
Aromas of red apple, citrus fruits and freshly baked bread together with hints of strawberry and quince on the palate.
PROSECCO
457878 Chapel Down Brut NV
S ingle SERVE
Single serve wine options deliver quality and speed by the glass, while helping you reduce wastage and protect margin.
469418 Jack Rabbit Merlot
M eet THE PRODUCER
Vinarchy describes itself as being on a mission to “redefine wine” - what does that mean to you and the team on a day-to-day basis?
“I think it’s about looking at wine through a different lens than we have before, and it’s particularly pertinent in a time when the industry is genuinely struggling. To stand out and gain share back from other strong drink sectors, we need to adapt in format, flavour, and serve to give consumers what they’re demanding. “Strong brands can play a role by adding to consumer confidence (as in beers and spirits). Ultimately, a wine has to have a ‘yummy’ factor to keep people coming back, and I think we’ve nailed that as a business. Wine Anarchy?”
Which Vinarchy brand or product do you think Greene King’s customers should be paying particular attention to right now and why?
“Within the Greene King portfolio, I think it’s the Jack Rabbit range. I appreciate that it’s not for everyone or everywhere, but it’s the number one selling on-trade wine and it offers a simple solution for customers who may find the world of wine daunting. What sets it apart is the Jack Rabbit Wine club which offers benefits, such as POS to loyal customers.
GRANT ARMSTRONG VINARCHY
Vinarchy are proud to be home to many of the world’s most talented and decorated winemakers. Grant Armstrong, the brand’s National Account Manager for Greene King has been in the industry for 27 years in both the on and off trade and he responded to our questions on the subject of this valuable sector of the drinks market.
“Outside of that, I’m really excited by the new listing of our Flagstone wines from South Africa. I believe they offer serious bang for your buck and have the glug-ability to keep consumers engaged.”
What are the biggest wine trends you’re seeing at the moment and how should pubs, bars and restaurants respond?
“Mindful drinking has gone mainstream in hospitality, with low /no alcohol wine, especially sparkling, moving from trend to necessity, alongside premium, authentic wine choices.
Duty is now charged by ABV, making lower ABV wines more attractive.
“Secondly, premiumisation is playing its part. UK wine volumes are declining, but value is stabilised by customers trading up. If your guests are visiting less frequently, they’ll be looking for a treat, so this approach becomes key, and clean, fresh styles such as Sauvignon Blanc provide a great option.”
What opportunities do you think exist for hospitality operators to premiumise their wine offer without overcomplicating it for customers?
“I believe the key is exactly that. Don’t try
and overcomplicate your offering by having too many wines on a list and try and keep descriptions user friendly as well. Just three words can be plenty, e.g. “Zesty, Tropical, Rich. “Try and have at least one option from key varietals or regions – New Zealand Sauvignon Blanc, Rioja, etc. And make sure they are good examples. There’s no bigger blocker for repeat purchase than below par offerings at any price point. “Use personal recommendations on lists, blackboards or when talking to customers to point them in the direction of wines you feel comfortable with, and that reflect the level of care you take in your business.”
What practical advice would you give operators looking to grow their venue’s wine sales?
“Try something different. Make your wines work for you rather than sit on a list or back wall to eventually find their way into a glass. Become an advocate for a wine you like and make a genuine claim about your personal experience. “One of the best executions I’ve seen of this was a short, informal recommendation on an A5 sheet of paper, placed in a photo frame on the bar. The light-hearted description – ‘It was cracking with a burger & chips, and it works really well on its own.’ - diverted customers to that wine and provided the perfect mechanic to upsell. For food venues, try and pair a wine to a few of your dishes and highlight that connection on your menus.”
What excites you most about the future of the wine category?
“I think the future is bright and we’re seeing a flurry of innovation in both packaging and product brought about in no small part by regulations. Lower ABV’s, glass alternatives and size formats are coming on at pace. “Aside from that, previously little-known varietals are re-invigorating curiosity for wine lovers, brands are giving reassurance to the wine timid, and new offerings in coloured wines and wine-based cocktails are drawing new drinkers to a sector they may have previously avoided.”
W hy WORK WITH us?
We’re set up to support independent venues properlywith expertise, range, and ongoing help. The Greene King & Belhaven Wine Guide is created by our wine experts with Free Trade customers in mind, built to appeal to everyone from occasional drinkers to wine enthusiasts. It’s designed as a practical resource to help you plan ahead, and maximise footfall, sales and profits through the category. This is about helping you make wine feel premium (without being intimidating), relevant (to how guests drink now) and simple (for your team and guests alike).
SUPPORT THAT MAKES WINE SIMPLER (AND SELLS MORE)
If wine feels like hard work sometimes, you’re not alone. The opportunity is big - but only when wine is easy; to choose, to sell, and to keep updated. That’s where Greene King and Belhaven Free Trade can genuinely help. Not just with a range, but with practical support that enables your wine offer to work harder.
A BETTER WINE LIST (WITH LESS ADMIN)
Most venues don’t need more winesthey need a clearer list. One that guides guests quickly, increases confidence in your team, and nudges spend without feeling pushy.
That’s why we offer FREE physical and digital wine lists to help take your offer to the next level with minimal effort. This support is designed to make your list look sharper and perform better.
LET US HELP YOU WITH YOUR WINE LIST
Built around your venue and your guests: Our wine experts can help you choose the right wines for your venue and customer base, from crowdpleasing staples to a few confidenceboosting standouts.
Then we help you get it onto a list that looks the part.
You can choose from a range of templates, and they can be quickly populated with your wines, pricing, and descriptors. So instead of ‘a list of wines’, you receive a tool that helps guests decide faster.
MAKE THE MOST
OF IT:
Three quick wins
1 Make it scannable: keep headings clear and choices simple.
2 Use one-line descriptors: taste and occasion beats grape jargon.
3 Create one-two ‘hero’ choices: the wines you want more people to trade up to.
A clearer list doesn’t just look better - it sells better. Your wine list should sell for you - even when you’re busy
The wine with a big heart
We’ve approached wine in our own way and we're proud to be different. Our range provides great examples of the most popular wine varieties from around the world. We’ve avoided stuffy traditions and taken a step in our own direction to focus everything we do on our consumers. Our loyal followers are passionate, playful and full of personality (seriously, you should read some of the comments we receive on social, they’ve got bags of the stuff!).
We want to make wine easy and accessible so it can be enjoyed by all. We want to ensure our consumers can enjoy the wine they love and not feel embarrassed or worried about reading a wine menu ten times over to then order the house white? You really don’t need to be a wine expert or connoisseur to enjoy a bottle of I heart.
We are constantly working hard behind the scenes to deliver delicious wines at an affordable price. We’ve done the hard work so our consumers don’t have to. So let us worry about picking the perfect grape. I heart wines are available in both little and large. We’ve chosen a slick line up that is well recognised and much loved!
Elegant, bubbly and bursting with flavour. I heart Prosecco is a real crowd pleaser. A delicate taste of apple and peach.
Feeling fresh? Packed full of lemon and peach flavours our Pinot Grigio is refreshing, crisp and zesty.
Sauvignon Blanc - Crisp, refreshing and fruity. This white is a firm fav known for its drinkability. Pour, relax and enjoy!
Ahhh Chardonnay! Fresh and fruity - full of delicious flavours of pears, apples and white peach all topped off with a soft oaky finish, making it perfect for any occasion.
Rosé - Sun or no sun – this fresh, fruity little number isenjoyable year-round. Bursting with strawberry and red berry flavours.
Sweet, smooth, and sippable, with a delicate blush pink hue. Our Blush Pinot Grigio wins hearts with delicious peach and strawberry notes and is rounded up with a refreshing crisp body.
Meet our Merlot ; a real smooth operator. Easy-drinking, flavoursome and definitely one for the taste buds with a trio of deliciously dark fruits such as cherry, plum and raspberry
Shiraz - Rich, spicy and easy drinking red, bursting with juicy black fruit flavours. Enough said!
Meet our mighty Cabernet Sauvignon. Dark, rich and oh so smooth. Taste the mouth-watering, juicy black fruits and subtle spice
Ordering INFORMATION
Order online 24/7 at your convenience, or pick up the phone and speak to our friendly Customer Sales team.
ORDERS
Greene King
Call 0345 600 1799, go online at greenekingorders.co.uk or email our customer services team on customersales-1@greeneking.co.uk
Belhaven
Call 0345 607 5325, go online at greenekingorders.co.uk or email our customer services team on customerservicesdunbar@belhaven.co.uk
